Designing an innovative model of influencing factors on the buying behavior of customers (case study: central region of Iran)
نویسندگان
1 Associate Professor, Department of Industrial Management, Semnan Branch, Islamic Azad University, Semnan, Iran
2 Professor, Faculty of Economics, Management and Administrative Sciences, Semnan University,Semnan, Iran
3 PHD Student of Business Management, Department of Business Management, Semnan Branch, Islamic Azad University,Semnan,Iran
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چکیده
Studying, understanding, and predicting human behavior has been the focus of many researchers for years and is the basis of many researches in the field of consumer behavior. The current study was conducted to provide a model of factors affecting purchasing behavior in a mixed method. In the qualitative part, semi-structured interviews were conducted with experts. In the quantitative part, four standard questionnaires were completed on Cloninger's personality, ordered pair, AHP, DNAP, and shopping behavior. In qualitative data analysis, using Maxqda software, 198 primary codes, 38 concepts, 25 components, and six main categories were identified. DEMATEL and ANP techniques were used to determine the weights and check the mutual relationship between the criteria extracted from the qualitative method. The results of DANP for screening dimensions, components, and categories and determining their importance indicated that environmental and climatic factors are influential, as well as purchasing behavior, personality, economic, marketing, and brand excellence.
